What’s the Future of DTC Advertising? Will the Next Few Years Be a Boom or a Bust for DTC?

DTC TVThis survey asks your opinion regarding the future of Direct-to-Consumer (DTC) advertising spending. DTC advertising has surged recently despite the current political climate where DTC is being blamed for high drug prices.

But the political climate is not the only factor that may impact DTC spending.

Respondents to this survey are asked to predict whether measured media (broadcast TV, radio, and print) DTC spending will increase or decrease in the coming years.

The survey also asks respondents to rate the importance of several factors that influenced their prediction about the future of measured media DTC ad spending. Response choices: Very important, Somewhat important, Not important. Factors:

  • General state of the economy
  • DTC marketing “brain drain”
  • Publicity/Public sentiment
  • Regulatory environment
  • Gut feeling
  • Return on investment
  • Patent expiry/Generic competition
  • Competition with other forms of brand promotion such as via Internet search, social media, PR, etc.

Respondents are also asked if they think the pharmaceutical industry plans on increasing or decreasing spending in the following DTC channels in coming years:

  • TV Ads
  • Print Ads
  • Consumer brochures
  • Radio
  • Internet Advertising (excluding social and search)
  • Search Engine Marketing
  • Social Media Advertising (FB, Twitter, etc)

After completing the survey — it takes only 5 minutes — you will be able to see the de-identified results to date.

What’s your view? Take the survey and tell us (you can view up-to-date survey results after taking the survey ).